商标权客体扩张的符号学解释:从要素到架构的展开

The Semiotic Interpretation of the Object Expansion of Trademark Right:from the Elements to the Structure Expansion

符号学不仅能有效地厘清商标构型与功能的变化,还能对商标法的价值理念进行诠释。商标权客体的扩张其实是商标符号能指要素与所指要素的协同扩张,直接扩大了商标法的保护范围。商标权客体的扩张也催生出非传统商标的承认问题与商标淡化的侵权问题。其中,商标的市场架构是其发挥功能的场所,商标符号本身也受到经济、文化、历史等社会背景的支配。随着商标权客体的扩张,商标的市场架构会面临更大的秩序维持压力,更需借助民法制度与经济法制度来支撑架构的稳定性。商标权客体的扩张要求对商标符号的要素与市场架构进行重新平衡:商标法需适应商品经济的发展并扩大其客体范围,竞争法需加强对市场自由竞争秩序的维护,并继续巩固作为最后一道防线的司法救济措施。

Semiotics can not only effectively clarify the changes of trademark configuration and function,but also interpret the value concept of trademark law.Among them,the expansion of the object of trademark right is actually the cooperative expansion of the signifier and the referent elements of trademark symbol,which directly expands the scope of protection of trademark law.The expansion of the object of trademark right also gives rise to the problem of recognition of non-traditional trademark and infringement of trademark dilution.Secondly,the market structure of trademarks is the place where they play their functions,and the trademark symbols themselves are also dominated by economic,cultural,historical and other social backgrounds.With the expansion of the object of trademark right,the trademark market structure will face greater pressure to maintain the order,and it needs to rely on civil law system and economic law system to support the stability of the structure.The expansion of the object of trademark right requires the re-balance of the elements and market structure of trademark symbols:trademark law needs to adapt to the development of commodity economy and expand the scope of its object;competition law needs to strengthen the maintenance of the free competition order of the market,and continue to consolidate the judicial relief measures as the last line of defense.